Nestle launches down under rewards
Australian coffee customers offered discounts
Nestle has started a rewards programme in Australia offering customers discounts based on their instant coffee purchases.
The “Cup of Rewards” programme follows a similar long running campaign in the UK, and is the first time a major product in Australia has had its own loyalty scheme. Customers are offered a range of discounts including on books and bowling.
The move sees the food company taking its own path while Australia’s biggest supermarkets such as Coles and Woolworths battle each other with their own loyalty program. Woolworths has linked its programme with the Qantas frequent flyer scheme.
Nestle has 65% of the instant coffee market in Australia through brands such as Nescafe Blend43 and the rewards initiative is aimed at increasing product loyalty.
The programme is aimed to increasing communication between customers and the company based on the fact customers need to register purchases to get their rewards.